When Joshua Bingaman decided to start his own shoe company, the plan was to strictly sell online and wholesale. But when Helm Boots opened up their most recent showroom in East Austin in 2011, Joshua began to notice the need for an actual retail space. “People kept coming into the showroom to make personal purchases” says Joshua. Along with the growing desire for Helm boots from the men in Austin, Joshua also believes there’s an overarching desire that comes from a Helm customer. “Caring about how things are made, and why they are made. Taking concern in how you live.” This is what Joshua says the Helm customer is all about.
Less than a year ago, Helm made a decisive move to switch the manufacturing of their shoes from Istanbul, Turkey over to the U.S. A decision that now helps to define the brand. Joshua had originally decided to manufacture Helm boots in Istanbul after having visited his aunt there in ’97. He says he loved the culture, the people, and how everything was made by hand. But after a few years, the overseas production dealings became inconsistent and undependable. Joshua craved the ability to work with people on his own soil, and talk to people in his own language. With little shoe manufacturing facilities still functioning in the U.S. the way Helm desired, Joshua was excited to find a manufacturer in Maine that could produce at the level of quality he needed.
When Joshua realized he had a chance to be a part of reviving the dying “made in America” culture, he hopped on board the train and never looked back. Today when Joshua speaks of Helm he importantly describes it as a “lifestyle brand.” In its new retail space that resides on the East side, the store carries not only Helm boots, but other made in the U.S. products that fit the “I care” lifestyle of a Helm customer. CB I Hate Perfume fragrances out of NYC, Topo Designs camping backpacks from Colorado, and Stash Co. leather goods produced in what was an old mattress factory in Sealy, TX. These are just some of the unique and also unisex brands you will find at the new Helm store, which work hard to produce in America.
When building their new retail space, Helm took the “I care” mentality even further by reusing and repurposing as many materials as they could. With walls constructed out of old warehouse floors, and lighting hanging from tree branches that fell in Joshua’s backyard, the Helm store is definitely a reflection of the brand’s desire to make a positive impact. “People, community, and involvement.” These are the things Joshua considers important to Helm.
When asked if he has plans to expand the brand even further by opening more brick and mortar stores, Joshua says he is taking things day by day and just focusing on Austin for now. The Oklahoma native and once San Francisco dweller says he is happily “rooted in Austin” with his wife and kids. While their new retail space is located in Austin, Helm still maintains their online store and also continues to sell nationwide at Nordstrom.
The new Helm store is located at
Joanna Wilkinson
keep austin stylish